The Sims Social runs on Dunkin' with in-game items and boosts

Look, The Sims are people, too (sort of), and deserve a cup 'o joe every once in awhile. EA has come out of the gate swinging with The Sims Social, backing it up already with an in-game promotion by Dunkin' Donuts. The American coffee and donuts chain officially announced that several of its menu items have been given the Simlish treatment in an ambitious six-month long campaign.

Once a month for the next six months, players can send their friends one coffee and one food item (pictured) for an extra boost. (Well, then these better be pretty massive boosts.)

Aside from the usual gifting, players will also unlock Dunkin' Donuts-themed consumables as they progress through the game. Finally, if players "Like" the Dunkin' Donuts Facebook page, they'll score two more items to decorate their Sims' homes with, one of which is a beach chair that their Sims can relax on and drink Dunkin' Donuts coffee.

However, a point driven by EA and Dunkin' Donuts is that this brand integration is relevant to The Sims Social and adds a level of realism. Regardless of how relevant it is, while it's much appreciated, this is still a marketing push. However, it speaks volumes to not only how quickly The Sims Social is growing--it's already reached over 7 million players despite its launch issues--but how confident EA is in the game.

If not built around a brand entirely, most Facebook games need to hit several millions of players before even considering bringing in brand integration. It seems as if The Sims brand is speaking for itself in The Sims Social's rapid growth, but what we're all waiting for is to see how far that will take the game and for how long can it keep the momentum. One game has to touch FarmVille numbers eventually, and perhaps we're looking right at it.

Are you digging the Dunkin' Donuts branding in The Sims Social? Do you think this game is EA's way into the ring with Zynga? Sound off in the comments. Add Comment.